After the success of the Be-Proximity (P&P2.0) and Be-Affinity (P&P3.0) flexible proximity and affinity solutions, the new revolution is underway in the out-of-home landscape.

Bauer Media Outdoor is launching Go-Affinity (P&P4.0) – the only OOH solution that allows advertisers to create their bespoke solution and target their audience on the move throughout their day with unrivalled precision.

People & Places – success story of data-driven solutions

With Be-Proximity, for the first time in Belgium, the advertiser was able to opt for a selection of 2m² faces close to points of sale (POS) or points of interest (POI) frequented by its core target audience. Bauer Media Outdoor then made out-of-home media affinity-based with People & Places 3.0. Thanks to Be-Affinity solutions, the advertiser had the opportunity to engage the consumer more closely by selecting the 2m² faces with the most affinity with its target audience in their place of life, where they start and end their day.

A true pioneer in terms of data-driven solutions, Bauer Media Outdoor now offers brands the opportunity to exclusively select the faces that are most affinitive with their target consumers on the move, throughout their journey.

If Content is King, Context is God

In the process of brand consideration, it is vital to communicate at the most impactful time and place in order to increase the effectiveness of the campaign. With Go-Affinity, advertisers are now able to deliver their message to their target audience wherever they go, throughout the week.

For each of its 2m² faces, Bauer Media Outdoor has identified the socio-behavioural profile of each passer-by with an unprecedented degree of precision. Thanks to the multiple socio-demographic, behavioural and lifestage data collected, Bauer Media Outdoor can select the 2m² faces with the greatest affinity with the profiles targeted by the advertiser, throughout their daily journeys. Based on the criteria most relevant to its campaign, the advertiser thus has the opportunity to create its bespoke solution to reach its affinity audience at the best time and in the most appropriate context for optimal receptivity.

The winning combination

To further increase the effectiveness of its campaign, the advertiser can combine People & Places 2.0, 3.0 and 4.0, and effectively influence the buying behaviour of its core target on the move, from home to the point of interest, throughout its travels and in an optimal state of mind.

Concretely? A toy retailer wants to promote its new trampolines to families with children. With Be-Affinity, it benefits from high visibility among family homes with gardens. With Be-Proximity, it can also opt for a selection of billboards close to its points of sale and places such as schools that are frequently visited by its target audience. Finally, the retailer can reinforce the effectiveness of its campaign by selecting the faces most exposed to young parents on the move - the circle is complete with Go-Affinity!

The key: optimised context, more precise geographical targeting and increased interactivity for a campaign that is 100% useful and effective.

With People & Places, the advertiser has the most complete solution for interacting effectively with the right people, at the right time, in the right place and in the best context. This offering perfectly reflects ability to put brands in touch with people in their daily lives and on the move. Car If Content is King, Context is God.